GDPR is a great thing for Aussie marketers
Despite many marketers calling doom and gloom on Europe’s new GDPR rules, Guy Hanson believes the new laws are actually a good thing for Aussie marketers.
As we emerge blinking from the GDPR apocalypse, we have to wonder whether the aggravation that many of us felt towards the literally hundreds of re-permissioning and privacy policy update emails that flooded our inboxes resulted in a worldwide flurry of deletes, opt-outs and unsubscribes. And is this bad or good news for marketers?
There’s been a lot of angst both in Europe and abroad about the new General Data Protection Regulation (GDPR), which came into effect on May 25. And with good reason. Breaking the rules could see a company fined up to 4% of its global turnover, regardless of where it’s headquartered.
Good article and agree with the writer that if one is professional and ethical in marketing practice, the GDPR is an opportunity, not a threat. However, many in Australia involved in marketing and sales will need to adapt their practice profoundly, further may make email marketing redundant (if unable to attract opt-ins organically).
One has experienced unethical (now illegal) demands for data in the Quango sector locally who have an international presence including the EU. This entailed their marketers (looking for short cuts and short term results) asking our consultancy based in Europe, to hand over our generic and organic client lists (for 4-6 monthly newsletter) so they could market directly when our clients never agreed, let alone knew of the Quango or institution.
In the same sector, even their websites are mostly non-compliant as digital marketing is deemed to be the domain of the IT or web team…
Leading on, good bottom-up and horizontal management and communication are needed across web design, IS, communications, legal, sales/marketing and overall compliance, anathema to many conventional and large organisations.